Sicilian Avenue is a shopping parade that diagonally runs in between Southampton Row and Bloomsbury Way.
The street was designed by architect Robert Worley in 1906 and completed in 1910 in a monumental Edwardian style, using Italian marble, colonnades and turrets.
Ionic columns on plinths, carrying the street name in gold characters, have been placed at both the eastern and western entrances of the avenue.
https://en.wikipedia.org/wiki/Sicilian_Avenue